Why and how to fix the 'one bad apple' in supply chains

For certain products, branding really matters. If you're selling consumer goods such as coffee, clothing, or shampoo, standing out from the competition is one of the keys to survival. Then there are bulk agricultural goods. Take Washington State apples or Florida oranges, for example. Each grower's fruit gets mixed in with those of neighboring growers before shipping to market. The produce can't easily be identified as coming from, say, Farmer Brown, which means that Farmer Brown isn't as concerned as he might otherwise be about the quality of his fruit.

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